Public Relations: Theory and Practice

The book is 270 pages long and was published by Hanoi National University Publishing House in the third quarter of 2014. (Photo: Thanh Long)

With six chapters, this booklet will explore the most fundamental mysteries, including both theory and practice, of public relations in the world and in Vietnam. Starting with the simplest issues such as terminology, concepts, and core characteristics of public relations in the first chapter...OnechapterTwoThis chapter provides an outline of the history of the formation and development of public relations worldwide. Looking back through history, it's clear that the roots of public relations activities appeared and existed from the dawn of human society. However, it wasn't until the end of the 19th century that public relations became a professional field, as it met the basic conditions of intense economic competition and the public's need for transparency.ThreeIn this chapter, readers will learn about the current model of professional public relations organization and operation. Accordingly, the two models of internal public relations organizations and public relations service companies have been developing increasingly professionally, but still interact and coordinate with each other to successfully complete the regular and special tasks requested by organizations and clients.FourThis chapter outlines the basic processes for conducting public relations activities, recognizing that public relations is a continuous race, where the end of one stage is the starting point of the next. For public relations activities to be effective, organizations need a strategic, long-term vision and systematic investment in communication and public relations. Furthermore, to ensure the healthy development of the public relations profession, the issues of professional ethics and professionalism in public relations activities will be discussed in the following chapter.YearNewcomers to the public relations profession will be able to visualize the path to self-improvement and professional development. As a profession with over half a century of development in Vietnam, public relations has accompanied the ups and downs of the nation's history.SixThis will explore the early stages of public relations in Vietnam, the forgotten years that have returned in a fresh and continuously developing way in recent times.

This book has been conceived and researched by the author over more than a decade, from the time as a graduate student at the University of Social Sciences and Humanities (Vietnam National University, Hanoi, 1998) and a doctoral student at the Graduate School of Communication, Sogang University (Seoul, South Korea, 2010) until now. However, due to various objective reasons, the book has only now been published. During that time, we have used the materials in this book to research and teach public relations courses to undergraduate and postgraduate students at many journalism and communication training institutions nationwide. The author is deeply grateful to the teachers, colleagues, students, graduate students, doctoral students, family, and friends who have guided, helped, suggested, and encouraged the author to complete the manuscript of this book. Because public relations remains a complex and understudied field in Vietnam, and the author himself has limitations in his research capabilities, this book will inevitably contain errors. The author sincerely hopes that readers will provide feedback and suggestions to improve future works. Please send all comments via email:huyenanh02@yahoo.comThank you very much.